Our businesses are built on the relationship between client and organization.
Without bringing the human side of evaluation to the table, we lose a significant portion of data that can make user experiences intelligent.
Personalization begins with determining what data and content you have, and how it can be tied together in a system that can scale with evolving customer needs and behaviour.
Additional Resources
For a deep-dive on customer journeys read this article:
Are you measuring part or all the customer experience? where Alan J. Porter talks about the importance of looking at customer-related metrics as part of an overall ecosystem.
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